PL EN


2014 | 15 | 2 | 64-73
Article title

APPLICATION OF REGRESSION MODELS IN ANALYSIS OF THE ADVERTISEMENT'S IMPACT ON CONSUMER'S DECISION MAKING PROCESS

Content
Title variants
Languages of publication
EN
Abstracts
EN
Consumer's behaviour in the market is a widely studied and analysed problem. Complexity of social, economic and psychological determinants that influence consumer's decision process is a reason for multilevel and multi-factor approaches to analyse this problem. Therefore the aim of this paper is to describe application of parametric regression model for the effectiveness of advertising. The study described is based on a survey covering 550 consumers of dairy product, all of age over 15 and living in one of the nine biggest Polish agglomerations. Built models were examined and verified statistically. Obtained results clearly show that the approach chosen to describe AIDA model is an appropriate method for analysing impact of advertisement on consumer's decision making process.
Year
Volume
15
Issue
2
Pages
64-73
Physical description
Dates
published
2014
Contributors
  • Department of Econometrics and Statistics, Warsaw University of Life Sciences – SGGW
  • Department of European Policy, Public Finance and Marketing, Warsaw University of Life Sciences – SGGW, joanna_chudzian@sggw.pl
References
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Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-d7244071-5a83-4c9d-b4bf-13f1f41e763e
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